Step One: Introduction

This is your prospect's first glimpse into your long-term capabilities. Make it count. Remember, one of the main purposes of this proposal is to project you into the role of a "market expert" in terms of that client's specific needs. One of the most effective ways to do that is to conduct a reasonable amount of market research. If you aren't able to locate the necessary client data via the Internet or other resources, you may need to contact the prospect directly. You'll find that most clients are happy to oblige. After you've introduced the basic challenge, briefly lead into the more detailed analysis to follow.

Step Two: Defining the Challenge

Clarity is the absolute key here. Organize your research and plainly identify the challenge at hand. If the prospect is the one that supplied you with this information, then expand upon the related issues or potential repercussions involved.

Step Three: Discussing the Solution

Reiterate the challenge and introduce your specific solution. To reinforce the overall theme of the proposal, cite points you've already made in the introduction. Then fill in more of the details involved in resolving the client's unique challenge. Make sure, however, that you keep your details broad enough that the client has room to pursue more than one option within your solution.

Step Four: The Benefits

Don't hold back. Tell your prospect exactly why you are right for the job. When possible, note how the impact of hiring your business will positively affect the prospect's image within his or her own company. Noting other satisfied clients, where permitted, is another great selling point.

Step Five: The Costs

This is the last step for good reason. As the most delicate issue of your presentation, always introduce cost-issues only as part of the complete solution. Be sure to disclose all possible costs--and note the charges that are market dependent and not related to your personal fees.

Step Six: The Closing

This is your opportunity to sum-up all the points you've made and reconfirm your interest in the job. Don't be afraid to plug your qualifications again--along with a list of referrals. And always state your contact information and a day/time in which you'll be making contact again.